# Berto Alvaro

> Product Leadership | E-Commerce | SaaS | Games

Location: San Francisco, California, United States
Profile: https://flows.cv/berto

Career start-up professional, driving them to IPO or Acquisition
• Tatcha: 17th employee, 11 years, founding team thru Unilever acquisition and beyond
• Zynga: 25th employee 6 years, thru IPO and beyond

Highlights:
• Consistent high performer +
• 3 Patents issued for Online Games
• Growth Zynga Poker from 100K daily active users to 8 million daily active users, 500k concurrent users at peak
• Organizing one of the largest poker conventions
• Growth and digital transformation of Tatcha's E-Commerce

## Work Experience
### Director of Digital Product & Design @ TATCHA
Jan 2020 – Present | San Francisco Bay Area
• Creation of a unique loyalty program
• Optimization of site speed to improve SEO (Core Web Vitals)
• Migration to GA4
• Optimization and automation of customer service to reduce labor costs and improve customer experience
• Content management and testing
• Management of Product Design/UX Team
• Innovation / Brainstorm facilitator
• Optimization of email deliverability
• AI / Artificial Intelligence Champion
• Improvement of conversion, AOV and other metrics via UX
• Equity and accessibility through ADA compliance
• Design and management of Alexa Skils

### Principal, Digital Product Design / Product Manager @ TATCHA
Jan 2014 – Jan 2020 | San Francisco Bay Area
Product Management (Nov 2018-Present)
• Innovation and optimization of operations tech
• Management of Google Analytics, Tag Manager and Optimize
• In Store Technology such as interactive visual AI screens

Product Design (2014-2020)
• Optimization of experiences such as checkout to improve conversion
• Scoring system and UX design of skincare routine builder
• Modernization of site design to use latest frameworks
• Wearer of many start up hats

### Interaction Designer @ SocialPandas
Jan 2013 – Jan 2014
• Behaviorial design and analysis using Dr. B.J. Fogg's methodologies
• Job Story development (based on Alan Klement and Intercom.io as a better User Story)
• User Character development as a better replacement for Personas
• Lean UX, analytics and product design

### Lead UX Designer/Art Director @ Zynga
Jan 2008 – Jan 2013 | San Francisco Bay Area
• US Patent Issued 8,360,873 - Combining Games Based on Levels of Interactivity
• US Patent Issued 8,545,330 - Contextual In-Game Messaging System
• US Patent Issued 8,585,506 - Integration of Multiple Games
• Acting Art Director for Zynga Poker (June 2010 - June 2012) 
• Design and development of social, gaming and revenue/monetization mechanics
• Awarded Best Designer, Company Rockstar, Team Rockstar
• UX/UI design of features that grew Zynga Poker from 100K to 8 million daily active users
• UX design including personas, user interviews, research, information architecture, wireframes
• Iterative design based on analytics, A/B testing & continually changing requirements
• Start-to-finish product design from concept to design to implementation
• Brand development, logo design and character development for world’s largest poker game
• Management of personnel, art production process, tasking & scheduling

### User Interface Architect @ Buzzlogic
Jan 2007 – Jan 2008
• Creation of task flows, task analysis, information architecture, screen flows, wireframes, GUI design and rapid prototypes for social media monitoring and ad targeting.
• Documentation of product requirements, UI requirements, and product design.
• Management and SEO optimization of corporate website and blog.
• Creation of marketing and branding/corporate identity collateral.

### Senior UI Designer/Information Architect @ MediaZone
Jan 2007 – Jan 2007
• Creation of wireframes, information architecture, and prototypes for content management applications and content delivery for internet television/video broadcasting.
• Application of productivity and usability concepts and methods in designs.
• Competitive analysis

### User Interface Designer @ CAM Systems
Jan 2001 – Jan 2006 | Saratoga, CA
• Design of software that manages $2 billion in cable advertising
• Creation and analysis of use cases, requirements and scenarios for enterprise applications that manage the cable advertising business.
• Translation of use cases, requirements and scenarios into task flows, task analysis, information architecture, screen flows, wireframes and prototypes.
• Reconciliation and conflict management of discrepancies between stakeholders.
• Overseeing engineering teams in implementation of front-end designs, as well as quality assurance of design implementation.
• Problem solving and conflict management of design and workflow issues.


## Education
### B.A. in Computers in Fine Art
San José State University

### Practitioner 4 (Current Rank) in Self-Defense/Martial Arts
Krav Maga Institute


## Contact & Social
- LinkedIn: https://linkedin.com/in/berto-alvaro-41b476

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Source: https://flows.cv/berto
JSON Resume: https://flows.cv/berto/resume.json
Last updated: 2026-04-13